The digital ad market today is dominated by one thing: lead generation. Into the fray comes Madison Logic, a full service ad-serving platform created by IndustryBrains founder Erik Matlick. The New York-based company--officially launched on April 20—is working to bridge the gap between lead sources, back-end systems, and external lead buyers. Madison Logic’s debut product, LeadFocus, aims change the way companies approach buying and selling lead generation campaigns.
"I started this project after talking to a lot of publishers," says Matlick, "and trying to understand how they were doing lead generation." More often than not, he says he noticed "companies show[ing] the same offer on every page view. They were over-fulfilling every order with no way to take all of that information down." After doing his research on the lay of the landscape, Matlick set out to find a new approach to lead generation.
One of Madison Logic’s first steps for creating LeadFocus technology was to understand the needs of the end users. The goal for advertisers is to generate reads using ‘cost per click’ campaigns, and publishers have been applying these campaigns using lead generation via weblogs for many years. Matlick says, "I saw that this was the way the market was going, that the real opportunity was in data play. I wanted to create a data server that would help publishers make better use of their inventory." LeadFocus provides a way to unite the publishers and the advertisers by making it easy for publishers to offer lead generation programs to advertisers, and for advertisers to more accurately target the publishers’ audiences.
Matlick says, "Inventory management is a basic principle for the consumer market, but has never been applied to lead generation." In the past, advertisers and publishers have relied on generated sales lead lists based on which users clicked on which ads. The advantage of this system was that an advertiser would get instant access to thousands of names and numbers from a single source. The disadvantage was that the names were typically unqualified leads, meaning they hadn't been analyzed to determine whether or not they were a good match for the advertiser's specific product or service. In order for an advertiser to understand these leads, he or she would have to go through the list in their office, or send it to a third party for interpretation. Madison Logic’s LeadFocus technology cuts out these extra steps, automatically receiving and interpreting the data before sending advertisers a complete list of qualified leads.
The LeadFocus platform utilizes proprietary optimization technology to determine the most relevant and highest value lead generation campaigns to display on a publisher’s website, while enlisting methods such as data verification and grading prioritization, to qualify leads. Using cookie technology, LeadFocus can recognize a user’s interests instantly, matching them with offers from advertisers that should interest the user. Through the technical intelligence and data management implemented by LeadFocus, Madison Logic hopes to save both the publishers and the advertisers time. Using reporting features, including access to a unique set of KPI metrics, Matlick believes LeadFocus technology "empowers [advertisers] and publishers by offering detailed insight into their lead generation campaigns."
Automated lead distribution frees the publisher from going through hard data in order to interpret leads and deliver them. Instead, leads are automatically updated and delivered to advertisers in real time. Matlick believes that, through LeadFocus, "publishers are able to offer lead generation advertising without the headache of managing it."
Matlick hopes LeadFocus will do for the lead generation industry what other companies have done for search engines: create a standard and a level of definition in a disjointed market. "The current system is damaging," Matlick states, "We are attempting to set standards for lead generation, to find what defines a click, to discover what people should and should not be paying for."